The Covid-19 crisis also saw much debate on the necessity of more sustainable and conscious consumption – a trend that is very much in line with our conviction and brand mix. Welcome to slow fashion.

Jeroen van Rooijen

We are slowly returning to normalcy – the lockdown has been eased and people are returning to the light of day, as pale as vacuum wrapped veal sausages. Prudently, we can eat out again or go out for a drink. And the shops will be opening, too. Although no one knows whether to expect a run due to pent-up consumption fever or an exercise in restraint and reluctance.

Practically all comments on the (re)starting up of private business, however, refer to one topic: The time has come for a new, more conscious and sustainable form of consumption. We are to buy less and more wisely. In particular the fashion industry with its obsolete and overheated cycles and ruinous price collapse within the current season needs to reinvent itself.

This is not a new demand towards the zeitgeist. As early as 2012, the “NZZ” published an article entitled “Quiet please!”, stating that “(…) this lemon should not be squeezed any further. There are indications that lifestyle connoisseurs no longer allow themselves to be guided by sensations but are searching for other qualities”.

Should this prove to be the case, we could only applaud. The necessity of a decelerated form of consumption is something we have been aware of for quite a while. This is why corresponding brands have been part of our offer for years – and increasingly so. We have moved away from seasonal trends intoxication towards a more continuous and slower form of dressing, geared more towards building a wardrobe in the long term rather than expressing an exaggerated sense of fashion. Good clothing will do you long and loyal service – it would be absurd to replace it before its actual expiration date.

Some of the brands adhering to this philosophy belong to the Italian Slowear group. As the name suggests, these brands are all about “slow” and “wear”, i.e. durable, excellent quality that is uncoupled from the hysterical moodiness of fashion, for instance knitwear by Zanone or our proven Incotex chinos, “casual pants that know no equal”, according to Gentlemen’s Report no. 8, 2013.

Other labels that are part of our range uphold the contemporary maxim of groomed slowness, e.g. the Austrian duo, Weber & Weber, whose comfortable jackets are reedited every season in practically unchanged form. Or British stand-out knitter, John Smedley, whose go-to round- and turtleneck sweaters have been bestsellers for years.

Those interested in carefully produced clothing of this kind should take a closer look at knitwear by Scagliole, jackets by Boglioli, shirts by Gherardi, or the DoppiaA collection. All of this and more is to be had at the Alferano concept store that may finally reopen after an eight-week compulsive break. This is also where you will find the ultimate slowear clothes – made-to-measure by Alferano, what else!

We are looking forward to welcoming you.

Jeroen van Rooijen is a style critic and was one of the founders of the Alferano concept store.
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